RadioTuck
Welcome to RadioTuck: Marketing
RadioTuck delivers ground-breaking interviews by MBA Fellows with today’s business leaders on topics, trends and best-practices surrounding technology and digital strategies.
Strategy and Innovation in Social Marketing Panel
May 2011 / 1:00:38This discussion looks at how companies are leveraging social technologies to increase brand loyalty and market share. They consider if social supports the established correlation between relevance and revenue and where the value is located in the two-way conversation. Panelists: Lou Aversano, Worldwide Managing Director, Ogilvy Worldwide; John Bell, Global Managing Director, 360 Degree Digital Influence, Ogilvy; Moderated by Praveen K. Kopalle, Professor of Marketing, Tuck School of Business.
Interviewer: Open Discussion
Topics: Marketing, Social Media, Related Links: Strategy & Innovation in Social Marketing Panel; Ogilvy; John Bell on Twitter
Social Media Today: Experimental to Operational
John Bell, Global Managing Director, Ogilvy
May 2011 / 8:55
John shares his vast wealth of experience concerning social media lessons, successes, opportunities and risks.
Interviewer: Marco Castillo T'12
Topics: Marketing, Social Media,
Engaging Customers in the Social World
Collin Douma, VP of Social Media, Proximity BBDO
January 2011 / 13:04
Collin considers the goals of engagement and they difer from traditional advertising objectives. He speaks about how companies are leveraging social technologies to increase brand loyalty, influence and market share.
Interviewer:
Topics: Customer, Marketing, Social Media, Related Links: Radical Trust; Customer Engagement in the New Social World; Collin's Video Interview
Social Media and the Movies
Doug Neil T'91, SVP, Digital Marketing, Universal Pictures
November 2010 / 6:33
Doug discusses the reach and power of social marketing and how it is effected today's business world. He offers experience and insight into the wide world of the movie industry.
Interviewer:
Topics: Marketing, Media, Social Media,
Interactive Marketing at Pepsi
Jason Thalappillil, Interactive Marketing Manager, Pepsi-Cola
March 2008 / 15:43
Jason Thalappillil shares how Pepsi and their agency, Tribal DDB, create unique interactive marketing campaigns that engage consumers and inspire them to become brand ambassadors. He also talks about how this type of social marketing reflects the trend of consumers wanting to be more in control.
Interviewer: Vikram Rana T'08
Topics: Advertising, Marketing, Social Media, Related Links: Pepsi; Tech@Tuck: Managing Customer Data
Looks for Best Fit
Stephen Fuller, EVP of Marketing, L.L. Bean
February 2007 / 9:01
Steve discusses what L.L. Bean's marketing department looks for in strategic technology partners, to help maintain a seamless multi-channel customer experience, as well as in potential co-branding partners, such as Subaru and the Weather Channel.
Interviewer: Allan Hui T'07
Topics: Data, Ecommerce, Marketing, Technology, Related Links: L.L. Bean
Marketing Intelligence and Targeting
Adrian Sosa T'02, Director, Marketing Intelligence, CVS
December 2006 / 10:44
With 50 million active cardholders in its database, CVS ExtraCare is the single largest retail loyalty card program in the United States. Adrian discusses the role of market research in managing this extensive customer base, and how information technology is critical to targeting segments and measuring the value of marketing efforts.
Interviewer: David Charles T'07
Topics: Customer, Data, Information Technology, Marketing, Related Links: CVS
IT and the Pepsi Challenge
Dawn Hudson, President and CEO, Pepsi-Cola, North America
November 2006 / 10:27
Dawn discusses how information technology has been a critical component in successfully communicating operations standards and coordinating marketing campaigns with franchise partners across the vast Pepsi system.
Interviewer: Supreet Ahluwalia T'07
Topics: Information Technology, Marketing, Operations, Organization, Related Links: PepsiCo
Branding, IT and Financial Services
James Thomson, SVP of Corporate Branding, Advertising and Top 25 Strategy, Bank of America
January 2004 / 9:36
Bank of America recently acquired FleetBoston, making it the second-largest bank in the U.S. James discusses how acquisitions are integrated from a brand perspective, and how digital technologies, such as data integration and data mining, have affected branding efforts in the financial services industry.
Interviewer: Julia Kidd T'04
Topics: Advertising, Finance, Marketing, Mergers & Acquisitions,
Digital Marketing in a Traditional Institution
Chris Chambers, Major, Deputy Director of the Office of Economic and Manpower Analysis, US Army
February 2003 / 11:13
Major Christopher Chambers is an Infantry officer and the Deputy Director of the Office of Economic and Manpower Analysis. He talks with Radio Tuck about how the Army has developed a game to communicate its brand message to the American population. Active duty solders that get online can play this game and can have in-game-chat opportunities with game playing Americans. Listen to his interview to hear how the marketing and promoting of this game provided positive unexpected results.
Interviewer: Justin Kreter T'03
Topics: Communication, Marketing, Tech Toys & Gaming, Related Links: America's Army; US Military
Digital Video Media and Entertainment
Lisa Sanders, Executive Director of Operations, Sony Pictures Imageworks
November 2002 / 17:06
Lisa and Seth Skolnick, SVP of Business development at Paramount Digital discuss how marketing and the value chain in the film and television industries have changed due to new technologies. They also share their thoughts on how digital technologies are shaping and molding content creation and the user experience in the visual medium.
Interviewer: Justin Kreter T'03
Topics: Marketing, Media, Value Chain, Related Links: Sony Pictures Imageworks; Paramount Digital; Tech@Tuck: Digital Video Media and Entertainment Panel
Contextual Marketing: The Real Business of the Internet
John T. Marshall, EVP and Global Leader, Strategy and Analysis, Digitas
November 2001 / 12:43
John shares insights from his new book "Contextual Marketing: The Real Business of the Internet". The architect of the transformation strategies Digitas presents to its clients, reflects on the strategies behind contextual marketing and its use to determine potential consumers.
Interviewer: Jonathan Kwon T'02
Analyze This: Web Analytic Tools for Marketing
Larry Bohn, CEO, NetGenesis
October 2001 / 4:56
Larry explains how web analytics solutions are created and how they aid in executing a marketing strategy. There is a strong movement toward multi-channel solutions and very predictable ways that customers adopt this technology. They go through an initial system phase and then build up their analytic capabilities incrementally.
Interviewer: Jonathan Kwon T'02
Topics: Controls / Metrics, Data, Marketing,
Cross-Channel Success
Kelly Mahoney, Chief Marketing Officer, StaplesDirect.com
October 2001 / 13:35
Kelly talks about the importance of coordinating across all different marketing divisions to deliver the right message. She talks about their educational effort that is focused on the customer, based on customer economics.
Interviewer: Jonathan Kwon T'02
Topics: Commerce, Customer, Ecommerce, Marketing, Related Links: Staples